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Peddle dramatically accelerates IT provisioning and e-commerce operations with low-code automation

Scales identity management and mission-critical auction logistics by integrating Airtable, Asana, Jira, HubSpot, Salesforce, and Slack.

We’ve been able to automate away 30% of manual IT tasks, which has helped us build out our IT practice and scale our capabilities without being required to scale our headcount.

Daniel Wynn
Daniel Wynn, Director of IT


  • Reduces IT manual task queue 30% by automating application provisioning at scale

  • Streamlines IT change management and technology provisioning across more than 260+ apps

  • Onboards and provisions 100+ contractors in 90 days

  • Improves user experience by expediting bidding, vendor messaging, and execution of auction and carrier fees


  • eCommerce
  • Automotive


  • Austin, TX


  • 100+


  • Tray Platform

Peddle offers a simple, modern way to sell your car

Peddle is a rapidly-growing leader in automotive marketplaces. The company matches car sellers and buyers and has helped sell more than 2 million cars across all 50 states in the US.  Peddle’s nationwide service has garnered tens of thousands of 5-star reviews by offering convenience and quick turnaround times for a traditionally lengthy and burdensome process. 

Peddle uses real-time market analysis and a growing partner network of licensed buyers to ensure sellers receive the highest offer instantly for their vehicles. Once sellers accept the offer, Peddle schedules a pickup with its carrier partners. As the organization worked to rapidly grow its operations and expand its trusted network of sellers, buyers, and carriers, Peddle faced increasing challenges scaling its processes.

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Peddle case study


Challenges in identity management and auction logistics

Peddle’s success relies on facilitating a strong network of car buyers, sellers, and carriers. As its network expands and the company grows, more partners and vendors need access to various tools within Peddle’s tech stack, which currently includes more than 260 different applications. Previously, the Peddle IT team handled creating new users, changing permissions, managing titles, and other identity management tasks manually. Updating access for its many partners by hand for dozens, if not hundreds, of apps threatened to eat up the growing IT organization’s valuable time and resources at a point when it also needed to scale its team.

“When I joined Peddle, IT had to handle all these manual tasks related to onboarding, offboarding, change management, and other time-consuming HR-related tasks,” explains Daniel Wynn, Director of IT at Peddle. “We had hundreds of applications we would have to manually go through to update users, roles, permissions, and more. It was a huge time sink.” However, Peddle wasn’t just facing a huge amount of manual IT provisioning work, as the organization also needed to focus on hiring to build out its IT function. In addition to executing thousands of time-consuming provisioning jobs, Wynn also had to somehow hire a brand-new team–an extraordinarily time-consuming project in itself.

Without any standardization of processes or audit trail to minimize future risk, Peddle knew that manually provisioning applications was inefficient, risky, and simply wouldn’t scale. 

In other parts of the business, Peddle also saw a need to simplify data-heavy processes that otherwise required many hours of manual follow-up. Specifically, as the company grew, it made inroads with more potential vendors and partners while reaching more potential end-customers. As a result, its auctions, a foundational part of the company’s business, required additional data work and messaging, such as managing updates on vehicles, prices, and other important transactional details from auction houses as well as from carriers that would pick up vehicles post-auction. 

“We were manually going through hundreds and hundreds of lines of data looking for specific information,” says Peddle’s automation specialist Mary Fossbender, who works on a variety of mission-critical processes, including auction management. Peddle’s team received multiple updates throughout the day and spent hours combing through the information, extracting it, and getting it into relevant systems. 

“Manual work is monotonous and wears on good talent. Any time manual work is involved, you can expect mistakes,” says Fossbender. “And once you detect a mistake, you have to track down the source, and then come up with a solution to prevent it from happening again. With the Tray Platform, we can automate away the manual work–and mistakes–and let our teams focus on doing what they do best.” 


Automate provisioning and auction updates using the Tray Platform

The Peddle team quickly came to understand that it couldn’t accurately and efficiently scale its identity management and auction processes by hand. After writing some minor Google scripts to automate a few workflows, Peddle realized the scope of the problem required a more-powerful solution. “I knew that automation was the best way...really the only way we could streamline these manual tasks in order to scale the business,” Wynn confides.

Previously, the engineering team had already been using the Tray Platform for some operational tasks, but Wynn knew it could do so much more. “I had tested other automation tools, including down-market freemium stuff and other, less-flexible solutions, but ultimately saw that the Tray Platform, with its robust functionality and intuitive interface, was the best tool for what we needed.”

For application provisioning, Peddle’s IT team cross-referenced Airtable spreadsheets of user information with its 250+ applications. In other words, the Peddle team would manually log into individual applications, navigate to the correct interface, then find and update the correct information for that party. Manually updating individual access levels for parties across app after app was an incredibly time-consuming process that simply wasn’t feasible for Peddle’s growing IT team. 

In terms of managing auction logistics, Peddle found other challenges as well. Specifically, as the company grew its network to reach more potential vendors and more potential buyers, it continued to connect with new auction houses to move even more vehicles. 

As a result, the Peddle team received many more updates from individual auction houses that contained crucial transactional data it had to track. For a rapidly-growing marketplace commerce company, overlooking mission-critical auction details such as pricing updates, fee discrepancies, and other pertinent information simply wasn’t an option. In addition, the marketing and sales teams found their hard work would fall out of sync due to each team utilizing highly customized instances of HubSpot and Salesforce. Without the ability to sync important deal and contact data across their tools, Peddle’s team found itself mired in the time-consuming task of manually re-creating accounts, contacts, and association.

The Peddle team set out to use the Tray Platform to integrate its most important business tools, including Airtable, Asana, Jira, Slack, HubSpot, and Salesforce. The team found it could use the Tray Platform’s low-code automation builder to scale both account provisioning for IT and auction-related workflows to minimize risk and improve efficiency. 

Use Cases

Airtable and Asana provisioning + Salesforce, HubSpot, and Asana auction sync

Peddle’s IT team worked with the customer success organization to create a form-based solution for its provisioning challenges. The team integrated Airtable’s dynamic forms with the project management tool Asana and its engineering project tracker Jira. By integrating its tools, Peddle can now use the Tray Platform to flow data across them to speed up identity and change management requests.

“For provisioning applications to our internal and external users, we used Airtable spreadsheets and then cross-referenced them with another application,” the Peddle team explains. “But with so many applications, it’s unrealistic to assign someone to do this manually. With the Tray Platform, we just let the systems talk to each other and tell us what does or doesn’t match.”

Peddle’s automated workflows detect submissions for user request forms, cross-reference the request with the user’s current role detailed in an Airtable spreadsheet, then automatically create and assign approval tasks and subtasks in Asana. Peddle’s team has been able to use the Tray Platform’s flexible custom logic operators to even build in change management, assigning specific (and updated) access levels for individual parties to the right team members as part of a single parent task related to the form request. As a result, Peddle has built a centralized method for rapidly handling identity management at scale that provides full project visibility to all involved parties. 

For managing and automating auction operations, Peddle integrated its internal auction management system across HubSpot, Salesforce, and Slack. Instead of having to go through hundreds of lines of auction details several times a day, the Peddle team was able to sync data across its sales and marketing tools while combining important updates from auction houses, carriers, and buyers. 

The Peddle team used the Tray Platform to sync a variety of contact and account details with important auction updates on pricing changes, bidding updates, and the huge variety of additional fees that tend to accompany automotive auctions, particularly across different states and automatically reflect everything in its CRM. For any updates requiring immediate attention, such as fee discrepancies, Peddle has also integrated its internal messaging tool Slack to send instant alerts to the right people. 

“We’ve set up a framework to process every update, determine which departments to notify, update Salesforce and other relevant systems, and finally contact customers and other partners...all with the Tray Platform,” says Fossbender. 


Streamlines 30% of IT processes, onboards 100+ contractors in 90 days

In addition to improving user experience for auctions and making transactions faster, Peddle has significantly improved its IT provisioning processes and drastically accelerated onboarding. “Within the first three months of using the Tray Platform to automate identity management tasks, we’ve onboarded 106 contractors,” Wynn states. “But the real testament to the power of automation is how much time we’re saving. In the last three months, we’ve automated 30% of our expected IT output. We’ve been able to streamline 30% of manual IT tasks, which has helped us build out our IT practice and scale our capabilities without being required to scale our headcount. Now, we can now focus on bigger, more-impactful projects.”

One of the reasons Peddle considers itself a disruptor in the used car market is its strong focus on providing great customer service. By using low-code automation to expedite the majority of the auction process, Peddle has substantially enhanced accuracy and timeliness when communicating with buyers and sellers. “Automation lets us give our customers a consistent experience, which helps us build confidence and trust,” says Mary. “It also helps us identify gaps in our own processes. Before, when we were doing everything manually, we had a few point solutions that would help with this or that...but nothing as comprehensive, or versatile, as the Tray Platform.”

Next Steps

Improving messaging, title change processing, and more

Not content to rest on its laurels, the Peddle team is implementing new, high-value automation use cases and planning for more in the future. For example, the IT team has recently launched a “title change processor” workflow that fetches permission levels for individual users before the title change, waits for the change, then actually fetches new permissions through comparisons to existing records, and feeds out specific tasks for IT covering what needs to be done. 

“This is a recent release, and an extremely huge time saver,” Wynn explains. “We have more than 260 different apps and platforms and services in our environment. Digging through permissions for all of them is a huge time sink.”

The company is also exploring ways to tighten up its internal communications. “The more we automate things, the more opportunities we find,” says Fossbender. “Right now, we’re working with the Tray Platform to route alerts and notifications from our 200+ applications to the right people within our messaging system. This will help us cut through the noise and homogenize certain processes.”

“Automation is absolutely the future,” adds Wynn. “While, of course, machines can execute things quicker and more consistently, the real benefit of automation is that it lets people focus on the things that make them feel fulfilled in their role. Instead of focusing on permission lookups or copy-pasting Salesforce updates, with automation, your team can focus on problem solving and innovating.”

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